1. Raise Your Hand Alumni Engagement Promotion

2. RYH 30 Day Count Down Target Market Brand Plan
Raise Your Hand Overview
Raise Your Hand Assets
30 Day Countdown Planning

3. Target Market

4. Our Target Market Sarah
Highly family oriented Millennial and Gen X Moms with school age kids
35% of alumni base (est. 8M+)
Looking for easy ways to donate online or at the register
Message appeal on Life Skills, Values and Leadership for Kids
Highly likely to volunteer time
Key consumer, social and voter demo
*77+ Net promotor score source: Hypothesis Quantitative Survey Q [includes both panel and database alumni cohorts moms with school aged children]
** Hispanic Descent Alumni estimated at 1.2 million or 15% of our 8 million target audience. Hispanic descent estimated from Hispanic respondent % of Hypothesis Quantitative Survey Q4 2015
Hispanic enrollment source: USDA NIFA REEIS 4-H Enrollment 2014
55% in Sub/Urban areas according to child enrollment
67% in Sub/Urban areas for panel alumni according to Hypothesis QS.
ols, after-school programs, summer camp and on military bases
Is very proud of her child and talks about him constantly - he is the most important person in her life
She makes most of the important decisions in the family around purchases, vacations and child activities
Having her kids live a balanced lifestyle, a holistic approach to eating, exercising and mental health are critically important for her and for her child, as is community service and a solid base in English/Reading and Writing
She believes that confidence is critical for her child, as is doing well in school. The top five values she wants to instill in her child are responsibility, confidence, compassion, respect and hard work. Life skills, values and leadership result in education success for kids.
She is heavily influenced by other moms’ recommendations, relying heavily on social media for real time feedback. She is also price conscious and researches her choices heavily
She responds to marketing messages that meet her needs. She will extensively research the message/offering online to ensure it is the best out there. Our offering at 4-H, our positioning and our messaging meet Sarah’s needs by providing a safe environment for her kids to acquire those values I mentioned and help them succeed in life.
Demographics
Average Age: 37
Suburban / Urban / Rural
South / Midwest
Varied Ethnicity (15% or 1.2 M Hispanic origin)
Income Average: $71K - $87K
Ave. 4-H Support: 7 yrs.
Social Media Users (63% vs 47%)
Prefer to Donate Online & Product Purchase
National & Local Support
Sarah
(Alumni Target)
NET PROMOTOR SCORE: 77+*

5. Brand Plan

6. Unified Brand Calendar
SEASONAL BRAND MOMENTS:
Sept.-Oct.
Nov.-Dec.
Jan.-Feb.
BACK-TO-SCHOOL
Nat’l 4-H Week & NYSD
END OF YEAR
Digital Clover Activation
NEW YEAR
Healthy Living Summit
March-June
SPRING/GRADS
4-H Alumni Promotion: “Raise Your Hand”
June-August
SUMMER
4-H Alumni Promotion: “Share at the Fair” for 4-H
Strategy
Tap into alumni nostalgia for 4-H annual week tradition and leverage power of 4-H STEM as proof point of 4-H relevance and impact through NYSD to engage alumni moms during BTS season.
Strategy
Maximize 4-H alumni and friends giving during the largest online giving season of the year. Leverage iconic emblem (Clover) recognizable to millions of alums with direct donation storytelling.
Strategy
Capture attention and engagement of alums during seasonal moment where health and fitness is top of mind for the public and 4-H assets and opportunities can be maximized.
Strategy
Launch mass marketing alumni outreach effort leveraging seasonal moments (mom, dads and grads) 4-H spring events and an established unified campaign moment across system.
Strategy
Extend alumni promotion by targeting millions of 4-H alums and friends that attend or have memories of state and country fairs. One of 4-H’s most powerful and underutilized assets.
(STEM Pillar Peak Activation ) .
(Health Pillar Peak Activation ) .
(Citizenship Pillar Peak Activation) .
(Food/Ag Pillar Peak Activation ) .
Each period anchored to campaign outcome (#TrueLeaders) and tagline (#4HGrowsHere)

7. Raise Your Hand Overview

8. Raise Your Hand: March 1 – June 30, 2017
We’re asking 4-H alumni across the nation to raise your hands to support the next generation of true leaders. Every alumni hand raised is a vote towards a $20,000 award for the 4-H state with the most hands raised.
Joining in is easy:
Raise Your Hand: Go to 4-H.org/RaiseYourHand to show your pride as a 4-H alumni
Compete for Your State: Raising your hand is a vote towards a $20,000, $10,000 or $5,000 award for the states with the most alumni hands raised.
Pay it Forward: Tweet, post and share your #4HGrown experience or support and tag fellow alumni asking them to raise their hands for their state at 4-H.org/RaiseYourHand

9. Campaign Assets

10. Raise Your Hand Assets Customized marketing / social media assets
Facebook cover photo 828 x 315
header 600 x 179
Facebook / digital ad 600 x 600
Small Facebook / digital ad 300 x 250
Leaderboard 728 x 90
Campaign Overview One Sheet
Social Media Template and Guidance
Template and Header Graphic
National Web Page: 4-H.org/RaiseYourHand

11. Raise Your Hand Asset Examples
Note: Oregon used as co-branded example

12. How to Prepare

13. What’s In It For You? $20,000, $10,000 or $5,000 for your program!
Alumni Names and Contact Info
Monthly sharing of our acquired alumni from, or currently residing in, your state
Alumni Nurturing
We’re building onto our alumni onboarding series to welcome, educate and engage alumni immediately
By pointing your alumni to the national acquisition forms, we’ll take on the immediate introduction and engagement to warm them up for further communications from you and give them opportunities to connect locally

14. How to Prepare Review provided toolkit including webinar
Utilize local partnerships – think outside the box!
Think about Frequency
Social Frequency – dependent on your typical frequency, adjust accordingly
Twitter: 1X Day
Facebook: 1X Week
Frequency and Targeting
Alumni & Friends: 1X in March, inclusion in existing comms, 2 in June for last push and recap/thanks
Combined or unidentified list: 1X in March, inclusion in existing comms, 1X June and recap
Don’t Forget:
Be sensitive to not over-blast current alumni who have already registered as alums—focus the follow up asks on sharing in their networks
Launch: Announcement article or post first week of March
Update: Share an update on your state’s ranking to drive competition and participation
Recap: share outcome, final stats for your state and thanks to your supporters

15. Thank You